Question

Market research is conducted on a wide variety of topics and in a number of different ways. In sport marketing, what market research topics might cause a respondent not to answer honestly? Discuss which methodologies allow the researchers to obtain data that is honest and objective?

Answer 1

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In sports marketing the market research topic that might cause respondent not to answer honestly can be as follow:

-when the respondent doesn't want to talk about their favorite sports person even after his/her bad performances. This can be a reason that the respondent doesn't answer honestly as he doesn't want to criticize or talks about the criticism of his favorite sports person.

-another market research topic can be where the respondent might feel that the topic is quite sensitive and it's not reasonable to talk about in the public. So, the respondent might answer dishonestly.

-also, the respondent might just make the researcher comfortable out of courtesy, answer whatever he thinks is good for the research rather than expressing the real views honestly.

The methodologies that allow the researchers to obtain data that is honest and objective for as follow:

-it's very important that researchers figures out the honest and objective information or data from the actual information gathered very precisely because the reason behind invalid finding or dishonest result is the inability to bring out appropriate results from information actually gathered.

-another methodology that can be helpful is open-mindedness. The researcher needs to be open-minded while covering up market research topics so that respondent feels quite comfortable while expressing the honest view and doesn't share the opinion according to the comfort zone of the researcher. That how researches can obtain data that is honest and objective.